A Visual Arts, Craft and Design Industry Study Executive Summary
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Forming EXECUTIVE SUMMARY Cleveland A VISUAL ARTS, CRAFT AND DESIGN INDUSTRY STUDY 1 Forming Cleveland A VISUAL ARTS, CRAFT AND DESIGN INDUSTRY STUDY ©2014, Cleveland, OH www.cultureforward.org 216.575.0331 2 Cover Art: “MoCA 10 (Agincourt)” by Barry Underwood, 2012 / Archival Pigment Print / 36'' x 36'' Executive Summary 5 / Executive Summary 7 / Arts as a Competitive Advantage 9 / About this Report 13 / Visual Arts Legacy 15 / The Visual Arts Through Data 23 / Commerce of the Visual Arts 31 / Economic Impact of the Visual Arts 37 / Cleveland’s VACD Sector Challenges and Opportunities 41 / Sector in Transition: Changing Landscape of the Art Market 45 / Cleveland VACD Sector’s Future 47 / Public Policy for Arts and Culture in Other Cities 57 / Recommendations to the Cleveland VACD Sector CONTENTS Case Studies 60 / MOCA Cleveland: Sturdy, Dynamic & Stylish 66 / Tremont: Creative Placekeeping 72 / St. Clair Superior: Creative Reuse 78 / Public Art: Placemaking in Action 84 / Artist Activists: Heightening Social Awareness 90 / CAN Journal: Pressing for Change 96 / Dan Cuffaro: Remaking the Regional Economy 104 / Cleveland CycleWerks: Starting Up “The purpose of art is washing the dust of daily life off our souls.” - Pablo Picasso “The Reading Nest” by Mark Reigelman / Summer 2013’s “See Also” temporary installation at the Eastman Reading Garden, Cleveland Public Library’s Main Branch / Photo courtesy of LAND studio i The VACD will also be referred to as “the visual arts sector” or “visual arts.” ii Bernard T. Ferrari and Jessica Goethals. “Using rivalry to spur innovation.” May 2010. Source: http://www.mckinsey.com/insights/innovation/ using_rivalry_to_spur_innovation. P.1. iii See Elizabeth S. Cohen and Thomas V. Cohen, Daily Life in Renaissance Italy, Westport, CT: Greenwood Publishing Group, 2001, pp. 7–8; and Bernard T. Ferrari and Jessica Goethals. “Using rivalry to spur innovation.” May 2010. Source: http://www.mckinsey.com/insights/innovation/ using_rivalry_to_spur_innovation. P.3. iv Arts and Economic Prosperity. The Economic Impact of Nonprofit Arts and Culture Organizations and Their Audiences. IV Summary Report.Americans for the Arts. Source: http://letsgoarts.org/document.doc?id=979 The Economic Impact of Nonprofit Arts & Culture Organizations in Oklahoma.Americans for the Arts. Source: http://www.arts.ok.gov/pdf/about_us/ EIStudy0110FullReport.pdf. For more information, refer to reports at the Americans for the Arts website: http://www.americansforthearts.org/ by-program/reports-and-data/research-studies-publications/americans-for-the-arts-publications/research-reports. Arts, Culture, and Economic Prosperity in Greater Philadelphia. Greater Philadelphia Cultural Alliance. 2012. Source: http://www.philaculture.org/sites/ default/files/2012_prosperity_report_single_pages.pdf. v Jennifer Novak-Leonard. Measuring Chicago’s (Artistically) Creative Economy. Cultural Policy Center at the University of Chicago. May 2014. Source: http://culturalpolicy.uchicago.edu/creative-economy/creative-economy.pdf. 4 EXECUTIVE SUMMARY Art, as illustrated by Picasso’s quote, possesses the unique ability to cleanse our souls of everyday monotony. Given the transformative capabilities of art, we wondered how the arts could help revitalize a city, and, perhaps, revive an entire region. Can the same then be true for the “souls” of our cities, or even the collective soul of a region? The Visual Arts, Craft, and Design (VACD) sector, i encompassing a wide spectrum of creative endeavors, has an impact on all of us in often surprising ways. When we speak generally of the “visual arts,” names like Rembrandt, Cassatt, Warhol, and Bearden may come to mind; however, the Cleveland VACD sector, including all of Cuyahoga County for the purposes of this study, Then the city of Florence began construction of its now- reaches well beyond conventional definitions of art to famous Basilica di Santa Maria del Fiore (more commonly encompass a variety of consumer products such as known as the Duomo) and in 1419 sought an architect to jewelry, furniture, and even homes. build a dome to cover the massive, 42-meter-wide space In the past, the three great centers of the Renaissance— above the church’s chancel. Such a vast space had not been Rome, Florence, and Venice—provided great examples capped with a dome since the Pantheon’s construction, in of energizing industrial innovation “from [creating] the ancient times. To overcome this extraordinary architectural world’s largest masonry dome to linear perspective, challenge, Brunelleschi, who won the commission, developed a modern-day portrait painting, technical breakthroughs number of engineering techniques and construction practices. in glassblowing and bronze casting, the italic type of the . His masterpiece defied precedent on innumerable levels: Aldine Press, sfumato and chiaroscuro, and the designs it was the first octagonal dome in history, the first dome in Leonardo’s sketchbooks.” ii The creative energy of to be built without a wooden supporting frame, the largest the Renaissance promoted urbanization and created a dome in existence at the time, and is still the largest masonry community of painters, craftsmen, and sculptors intensely dome in the world. By drawing on the past and innovating interacting in dense cities with peers, learning from each beyond it, Brunelleschi was able to achieve what many had other, exchanging ideas and techniques. The growing deemed impossible. (2010, p.4) prominence of artists in this time period “allowed for As this example demonstrates, the arts provide both creative interpretation and stylistic flexibility” of artists’ aesthetic and economic benefits to individuals and work, leading to more innovative ideas funded by negotiated cities alike. Likewise, much current research reveals contracts.iii Thus, the Renaissance provides a blueprint how existing artistic and cultural production has for utilizing the arts to foster cutting-edge engineering direct economic benefits for regional economies advancements in an urban environment. Bernard Ferrari by attracting investments, generating tax revenues, and Jessica Goethals describe the positive metropolitan encouraging in-migration of workers, and energizing effects of this collaboration: tourism and consumer purchases. iv Furthermore, economic development intermediaries, public policy makers, and the general public increasingly recognize the impact creative ideas and entrepreneurial workforce can have on economic performance. vn th 5 In this study, the economic impact’s full breadth is considered through statistical analyses of data and interviews and by analyzing a wide spectrum of economic sectors and focus groups, we demonstrated how the economic effect occupations beyond those commonly associated with of the VACD sector expands beyond direct economic artists. The authors believe that artistic creativity enhances benefits of the artists. many areas of the regional economy, including design, This study illustrates the extensive economic impact marketing, packaging, and presentation of products the Cleveland visual art sector has on the economy of and services in various sectors. This hypothesis is consistent Cuyahoga County. The report’s case studies also uncover with an approach used by Ann Markusen in her assessment the Cleveland VACD sector’s economic contributions of artistic dividends. vi According to Markusen, the artistic to industries outside of the VACD, emphasizing the dividend refers to a concentration of artists in a particular larger potential the visual arts industries have for area that leads to a widespread impact over a broad regional economies. range of industries in a regional economy. We did not replicate Markusen’s study in this research; instead, “Factory Work Series” by Stephanie Craig. This hand built ceramic sculpture matches delicate figurines with eroded industrial imagery. The Factory Work Series comments on traditional and contemporary ideologies and cultural habits regarding labor, effort and productivity, as well as art, production, design, craftsmanship, and artistic intention vi Ann Markusen and Greg Schrock’s study use this concept in their investigation of urban artistic specialization and economic development implications, in Urban Studies, Volume 43, No. 10: 1661-1686, 2006. “Artistic dividends” are also discussed in earlier publications by Ann Markusen and co-authors. 66 ARTS AS A COMPETITIVE ADVANTAGE The VACD sector, along with other arts and culture disciplines, can provide a region with a “sticky,” or long-lasting, regional competitive advantage in the form of an economic base industry— one that is capable of creating local economic benefits by exporting its products beyond the regional boundaries. As in the Renaissance, new knowledge is created when artists look at the world with their unique perspective to spark conversations on previously unseen possibilities. Inventions can then occur when the ideas are conceptualized into a novel product—a real-time digital visual input, 3-D printing, or a material that precisely controls the flow of light and color through structure. Innovation occurs when the invention is applied in practice: an Internet conferencing diverse, and primed for the productive application of based on a real-time visual input, manufacturing car parts creative ideas and innovative techniques. The research from 3-D printed prototypes, or ALON (transparent team characterizes VACD as an amalgamation of distinct aluminum) or translucent concrete manufactured from visual